Efektivitas Program Siaran Radio sebagai Media Edukasi, Sosialisasi Publik, dan Peningkatan Kesadaran Sosial Masyarakat

Abstract

Radio continues to maintain its existence as an effective mass communication medium in reaching communities across various social, economic, and geographic backgrounds. Amid the rapid development of digital media, radio retains distinctive characteristics that enable the delivery of information in a fast, simple, and easily understandable manner for listeners. This study aims to examine the effectiveness of radio broadcast programs as educational media, as a means of public socialization, and as instruments for increasing public social awareness of emerging social issues. The study employs a qualitative descriptive approach, with data collected through in-depth interviews with broadcasters and listeners, observations of the broadcasting process, and relevant supporting documentation. The findings indicate that radio broadcast programs are able to convey educational information and social messages effectively due to their broad accessibility, communicative nature, and relatively high level of trust among audiences. Furthermore, radio programs play an important role in building public understanding, fostering social awareness, and encouraging active listener engagement with the social issues presented in the broadcasts. The implications of this study affirm that radio remains relevant as a medium for education and public socialization. Therefore, the role of radio needs to be continuously optimized by broadcasting institutions and stakeholders in efforts to sustainably enhance public social awareness.